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7 Important Ways to Get Your Online Business Ready for the Holidays

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It’s the most wonderful time of year! Christmas is one of the biggest shopping seasons for retailers in-store and online. And while competition in the eCommerce space is pretty tight throughout the year, this is even more true during high-volume shopping periods. Brands need to stand out from the crowd in order to win sales and create long-term relationships with new customers.

The period between December 15 and 24 typically accounts for the bulk of all Christmas sales. That means there’s not much time left to get ready for the influx of orders, so we’ve put together a checklist to help you get prepared this holiday season. We know the days and weeks leading up to the holidays are a whirlwind for online retailers, but there are some tips that can make this years’ shopping season a little easier (and more profitable).

Stand Out This Holiday Season

Getting your store ready for the holidays takes a lot of dedicated planning months in advance. But even the weeks leading up to Christmas present plenty of opportunities to spruce up your store and make connections with consumers. Here are some tried and tested tips to help eCommerce businesses prepare for the busiest shopping days of the year:

Learn From Last Year 

Before you do anything else, think back to last year’s holiday shopping season. Understanding what went well and what could have gone better is the first step to creating better processes moving forward. Here are some questions to ask to get the most out of your holiday review:

  • What went really well?
  • What didn’t go smoothly?
  • What were your most popular products?
  • Which days and hours had the highest traffic?
  • What were your most successful marketing campaigns?
  • Which marketing channels produced the most conversions?
  • What were your best-performing keywords?
  • How much revenue did you earn last season?
  • What was the average order value?
  • How did your competitors fare?

Finally, ask yourself what is different about this year from last year? Taking into account staffing changes, business restructuring, new suppliers, the shifting pandemic, and rebranding will all give you some indication about what will work best for your online store this season. 

Get in the Holiday Spirit

Even though your store is online, you should still decorate for the holiday season!  An undecorated page is unlikely to get much attention, especially since shoppers will be scrambling until the last minute to find the perfect gift for their loved ones. 

You should update your landing pages with festive themes and include holiday-related promotions on your website leading up to the big day. It’s also important that online shoppers can easily find your holiday sales and gift sections, so be sure to make it very obvious where they can find these pages.

Optimize Your Website

Running and maintaining an online business means your website is your storefront. That’s why it’s crucial to hire a developer that can get your site looking and running its best. According to recent statistics, over half of all developers working today have under five years of experience under their belt. This means it’s easier than ever to land a developer who is up-to-date on the latest trends and frameworks. 

Website optimization means making your website easy to use and easy on the eyes. Customers expect responsive web pages that load quickly, as well as simple navigation tools that allow them to get exactly where they need to be on your site. 

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Make it easy for visitors to buy things from your online store. For example, put the navigation at the top of the screen, and make holiday sections bold and bright. If you are offering discount codes, make sure they work as expected. These small adjustments will make your website better equipped to handle the holiday influx of traffic

Increase Content Marketing Efforts

The holiday season is a chaotic time for online retailers, but it’s important to keep creating content. Content marketing is attention-grabbing, interactive, and can help build relationships with your customers. And with everyone’s marketing efforts at an all-time high, content marketing can help your brand get noticed by higher quality leads. 

Content marketing can be anything from blog posts to Pinterest videos, Instagram giveaways to email marketing – anything that uses rich content to provide value to your customers. How-to videos, tips and tricks, and articles with relevant content are all great places to start. 

And, of course, use your content to talk up your Christmas promotions. One study revealed that 44% of email recipients said a mass promotional email helped them make one or more purchasing decisions.  

Update Your Mobile Experience

Don’t forget about your mobile shoppers! Not only are more people shopping online since the onset of the pandemic, but more people are using shopping apps on their phones to do so. 

Simply being “mobile-friendly” just doesn’t cut it. Instead of rearranging your content so that it looks more uniform on mobile, use a responsive web design that is able to change according to what type of device is accessing your online store. Mobile optimized web pages will have larger buttons and smaller images as well as auto-fill forms and multiple screens to avoid endless scrolling. 

What’s more, according to recent surveys, 71% of customers prefer to pay with a credit card. And now, even more, people are paying using apps like PayPal and Klarna. It’s important to make sure your payment gateway can accept many payment methods and works seamlessly on mobile devices. 

Highlight Your Shipping and Return Policies

Research shows that 56% of millennials expect same-day and next-day delivery options. Shoppers that are cutting it close to Christmas day will probably realize that shipping time might be an issue. They will want to know when their packages will get there and if they can return them. 

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To avoid an influx of customer service tickets, highlight your shipping and return policies in several places where they will be seen by all visitors. Product pages, cart view pages, checkout portals, and even on your homepage are all great places to highlight these policies. 

Bump Up the Customer Service

With the holiday season comes a spike in sales, which also means more customer service tickets. 

Some companies bring on temporary, seasonal workers to get through the Christmas rush. Holiday staff are lifesavers, so make sure they feel like they are a crucial part of the team, even if only temporarily. A recent survey showed that when there is a low level of respect among workers, holiday staff are 26% more likely to quit.  Plus, there could be some very talented individuals who have the potential to be long-term assets to your online business.

And if you haven’t already, you need to deploy a chatbot service on your homepage. According to one survey, 64% of consumers agree that 24/7 support is one of the biggest benefits of chatbots. It will also make it easier for your business to handle a large influx of customer communications by passing off easier tickets to bots. 

Conclusion

The holiday season is a hectic time of year for online retailers, but the holiday spirit must carry on. Follow these tips before the biggest shopping week of the year, and you will have a much smoother experience. Get your online store ready to meet the needs of your customers, so they’ll be coming back for more in the New Year. 

If you’re dragging your feet this year, check out our webinar recording for some tips for your last-minute holiday marketing campaign. 

Author Bio

Lee Li is a project manager from ShenZhen, China. She currently lives in Singapore and works as a B2B copywriter. She has a decade of experience in the Chinese fintech startup space as a PM for TaoBao, MeitTuan and DouYin (now TikTok).

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EMAIL MARKETING

How to Embed Video in Emails

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Nowadays, video content has become an essential part of any marketing strategy. As audiences tend to willingly consume short clips and videos, it’s not surprising that 92% of marketers currently use video content to engage viewers and reach their target audience. The rapid growth in popularity of social media has led to a growing amount of video content online.

Due to the pandemic, live streams have become the new go-to means of communication; that’s why 57% of marketers now use live videos on Facebook and Instagram in their video marketing strategies.

As videos effectively increase click-through rates (CTR), marketers try to embed them in any way possible. Email marketing is no exception.

How Can You Use Video Email Marketing in a Branding Campaign

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Video email marketing means including videos in your newsletters and other emails. You can analyze engagement levels by keeping an eye on the likes, shares, views, and comments your videos receive. As videos get more attention, they often rank higher in search engine results than in plain text.  This means that videos enable you to better promote your products and services, drive traffic to your website, increase social media engagement, and more.

What Kind of Emails Can You Embed Videos in?

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There are many types of emails you can embed videos in, from newsletters to educational emails. Videos might help you announce a new release, show a tutorial featuring your company’s products, talk about discounts, promote events, and more. You don’t have to include videos in every email; the main goal is to increase conversions.

Here are examples of emails you can embed videos in:

  • ‘Meet the brand’ emails
  • Newsletters
  • Customer nurturing emails
  • Educational emails
  • New product announcements
  • Event announcements

A recent study showed that the more personalized your video, the better. Use data, analytics, and questionnaires to understand what your customers are interested in and what makes them subscribe or unsubscribe.

5 Video Email Marketing Tips

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Choose the videos you want to embed

Given the many types of emails you can choose from for your video campaign, you need to decide what content to show. This, in turn, will dictate what types of videos to make to increase CTR and get the most return on your investment (ROI) from your marketing strategy. The types of emails for video embedding listed above will help you to focus on your choice.

It’s important not to bring all these videos together in a single email or multiple newsletters in a row, as this will only confuse viewers. There’s no need even to use videos in every email. Start with one video in a single email and analyze the traffic and recipient activity. If the CTR is high and the audience is interested, you can confidently develop a campaign with these videos, or add the other types.

Don’t forget to take a screenshot to use as a video thumbnail in the message.

Make sure you can share your video

Avoid those awkward situations when your email recipients cannot open the video file. When it comes to email newsletters, you can’t just insert a link, upload a video, or stream it from YouTube. You have to upload it as a file. To do that, you need to host your video in your company’s services or via your content distribution network (CDN). Remember to take into account the cost of hosting and streaming from different services!

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Consider, too, how to add large files to your email. For example, Gmail lets you share files up to 25 MB in size, so you must be careful with HD videos. Sending them without errors may require the use of a special converter to change the file size.

Another good tip is to include a few words about your video. Give the audience a short overview to introduce the clip and list the main points. This will save the day if problems with the network occur or your client’s device doesn’t download images automatically. Even if the video doesn’t show up, you can still deliver your message.

Don’t forget your current customers

It’s one thing to talk about how to get new clients, but what about the old ones? As they’ve made a purchase once, they need less convincing to trust your brand, so it’s easier to encourage them to buy more from you. Because they’ve already invested in your brand, they are more likely to subscribe to a newsletter or follow you on social networks and continue watching your videos. It’s a great opportunity to increase revenues coming from existing customers.

Sometimes the road to getting customers to rebuy can be long and hard. You can use analytics to understand their interests and get them on board again with more engaging content. It might be introducing a new product, a tutorial, or a clip about the type of products your customer is interested in.

Add a personal touch

Any communication becomes more valuable when you make it personal. If you have a limited number of clients, you can make personalized videos and add company names, watermarks, or CEO names. With personalization, you can create a tight connection between your brand and those who are ready to invest in it.

But personalization is not just about building community with the assistance of an email marketing strategy. It helps to use analytics tools, too. For example, pay attention to those who don’t watch your videos to the end and explore what made them do this. Some tools let you send a reminder to recipients to finish watching the video; analytics lets you go a stage further by enabling you to change your business processes and monitor progress. As for recipients, these techniques make them feel special and important to your company. All in all, it means not only a better relationship with your users but also more views and more clicks.

Here is a list of the best programs that let you quickly edit your videos. Some of the web services listed are free, while other software requires a paid subscription:

Include video captions

A not-so-obvious but important tip. Make sure your video content is accessible to the deaf and hearing impaired. When thinking about how to put subtitles in your video, remember about video-editing software. You can easily attach subtitles via YouTube Studio or use a video editor or converter to upload titles right from within the program. Another reason you need captions is that it’s not always possible to watch videos with the sound on, for example, at the office or on public transport. Subtitles will help you to deliver the message even if the sound is turned off.

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Wrap Up

With the development of Instagram and other social networks, people are exposed to more sales outreach from brands than ever before. In your endless pursuit of subscribers and CTRs, you need to use every tool in the book to get more customers to invest in your brand. Emailing is one of the most stable marketing tools and one you can control using analytics and data. And videos increase views, opens, and CTRs – that’s why marketers try to use them as often as possible.

Videos in the email are among the most effective ways to increase your sales and audience engagement. They can be informative, intriguing, and engaging, enabling you to show any content you want. What is more, they are easy to embed in your emails. But to make the most out of videos, you need to know your goal and be prepared to explore what your audience needs. In this article, you have all the basic information you need to start your email marketing journey.

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